Original research
The State of Tracking Quality
We audit the tracking setup of public websites and publish what we find. Here is what 246 audits say about how the web actually measures conversions, and where nearly everyone gets it wrong.
72/100
Median tracking score
246
Sites audited
79%
Fail Consent Mode v2
How sites score
0–19 (broken)
0
20–39 (poor)
1
40–59 (mixed)
12
60–79 (decent)
169
80–100 (healthy)
64
The checks most sites fail
Share of audited sites that fail or warn on each of the 17 checks.
| Check | Pass | Warn | Fail |
|---|---|---|---|
| Consent on custom pixels | 0% | 0% | 100% |
| Consent Mode v2 | 21% | 0% | 79% |
| Purchase event carries revenue | 92% | 0% | 8% |
| Tracking on deep pages | 59% | 34% | 7% |
| GA4 measurement ID | 95% | 0% | 5% |
| Tracking script weight | 94% | 4% | 2% |
| Meta Pixel | 54% | 46% | 0% |
| TikTok Pixel | 33% | 67% | 0% |
| Consent banner | 54% | 46% | 0% |
| GTM container | 87% | 13% | 0% |
| PII in URL | 100% | 0% | 0% |
| Google Ads conversion | 61% | 39% | 0% |
| GTM debug mode | 100% | 0% | 0% |
| HTTPS | 100% | 0% | 0% |
| Single GA4 property | 57% | 43% | 0% |
| DataLayer initialised | 63% | 37% | 0% |
| Duplicate GA4 event tags | 0% | 100% | 0% |
By platform
Shopify · 76 (31%)WordPress · 34 (14%)WooCommerce · 9 (4%)Webflow · 8 (3%)Wix · 1 (0%)Unknown · 118 (48%)
See the full, live breakdown on the benchmarks dashboard.
Most-detected vendors
GA495%
GTM87%
Hotjar80%
Google Ads61%
Bing UET55%
Meta Pixel54%
TikTok Pixel33%
Reddit29%
Snap28%
LinkedIn Insight22%
Methodology
Figures are computed from the 246 most recent successful public audits in the TagEasy corpus. Each site is scored 0–100 across 17 tracking-quality checks (GA4, GTM, Consent Mode v2, PII exposure, pixel presence, duplicate properties, script weight, and more — see what the audit checks). Sites that block automated scanners are excluded.
Based on 246 scored audits — the most recent 5,000 in the corpus, recomputed hourly. Computed Oct 17, 2026, 06:42 PM UTC.
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